Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-09-18
The global pastry scene is seeing a surge in high-profile openings, with a major renovation at Tokyo Station’s Grandsta introducing 26 new food outlets and a new pâtisserie opening in Daikanyama. Meanwhile, competitive baking continues to expand internationally, with Scotland and Northern Ireland announcing their 2026 best croissant contests, and Parisian pastry chefs continuing to drive innovation through viral trends like the "Dubai chocolate croissant."
Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-09-18
Top developments
Tokyo Station’s Grandsta Renovation Opens 26 New Shops
On September 16, 2026, the "Grandsta Tokyo" commercial area within Tokyo Station’s Marunouchi ticket gate area reopened after a major renovation, featuring 26 new stores. The update focuses on "new sweets formats" and limited brands, aiming to create a space for "chance encounters" with food. This large-scale opening signals a continued boom in station-based retail and premium bakery offerings in Japan’s capital.
New Pâtisserie ‘L’HISTORIQUE’ to Open in Daikanyama
Chef Pâtissier Takuya Asai is launching a new brand, "L’HISTORIQUE," in Daikanyama, Tokyo, scheduled to open on September 23, 2026. The shop will offer petit gâteaux and macarons, marking another significant entry into Tokyo’s competitive luxury pastry market. This follows a trend of established chefs launching distinct, boutique-style concepts in trendy neighborhoods.
Scotland and Northern Ireland Announce 2026 Croissant Competitions
Scotland’s Best Croissant competition has confirmed its return for 2026, set to take place in Edinburgh this October. Simultaneously, Northern Ireland’s Best Croissant Competition announced it will hold its second annual event on November 2, 2026, inviting artisan bakers to compete on lamination skills. These events highlight the growing prestige of croissant-specific competitions beyond France.
Viral "Dubai Chocolate Croissant" Trend Persists in Global Bakeries
Bakeries in Paris, Seoul, and London continue to capitalize on the "Dubai chocolate croissant" trend, which involves filling croissants with pistachio cream and shattered kataifi. This mashup has become one of the most significant bakery trends of 2026, driving foot traffic and social media engagement across multiple continents. The trend demonstrates the lasting impact of cross-cultural pastry innovations.
Local view
In Japan, local media such as Impress Watch and Mynavi News are highlighting the strategic importance of the Grandsta Tokyo renovation, noting how JR East is leveraging the station's traffic to promote new culinary destinations. In France, while no new major contest results were published in the last week, outlets like Marmiton continue to feature the 2026 National Best Butter Croissant winner, Dylan Delmaire, keeping the conversation on traditional French lamination techniques alive alongside modern trends.
Context & numbers
- Grandsta Tokyo Openings: 26 new stores opened on September 16, 2026.
- L’HISTORIQUE Opening Date: September 23, 2026, in Daikanyama.
- Northern Ireland Croissant Contest Date: November 2, 2026.
- Hankyu Umeda Sweets Fair: Held on September 15, 2026, featuring about 16 brands including new autumn items.
On the radar
- Scotland’s Best Croissant: Scheduled for October 2026 in Edinburgh; entry details likely to be finalized soon.
- Hankyu Umeda Christmas Cakes: Early previews of Christmas cakes were shown during the September 15 sweets fair in Osaka, indicating early holiday season marketing.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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